Otrivin: Decongesting The City [image]

Credits & Description:

Agency: Saatchi & Saatchi Carouge, Switzerland
Client: Gsk
Product: Otrivin
Entrant: Saatchi & Saatchi Carouge, Switzerland
Title: Decongesting The City
Product/Service: Otrivin
Idea Creation: Saatchi & Saatchi Carouge, Switzerland
Idea Creation 2: Gsk Consumer Healthcare Nyon, Switzerland
Production: Motion Picture House London, United Kingdom
Additional Company: Neonlight Pictures New Delhi, India
Executive Creative Director: Jason Romeyko (Saatchi & Saatchi)
Global Creative Director: Jan Teulingkx (Saatchi & Saatchi)
Creative Director: Lauren Dyer (Saatchi & Saatchi)
Strategic Planner: Melissa Masurel (Saatchi & Saatchi)
Head of Production: Andy Gulliman (Saatchi & Saatchi)
Producer: Mathilde Stone (Saatchi & Saatchi)
Global Group Account Director: Lucia Lafuenti (Saatchi & Saatchi)
Account Manager: Marjorie Gentina (Saatchi & Saatchi)
Junior Account Manager: Neila El-Sayegh (Saatchi & Saatchi)
Managing Director: Claire Molyneux (Saatchi & Saatchi)
Finance Director: Jean-Pierre Maler (Saatchi & Saatchi)
Director: Kelvin Hutchins (Motion Picture House)
Executive Producer: Karan Singh (Neonlight Pictures)
Producer: Yogesh Singh (Neonlight Pictures)
Global General Manager: Richard Sheppard (GSK)
Global Business Lead: Jessica Bobet (GSK)
Global Marketing Director: Francesca Vigano (GSK)
Area Marketing Director: Saurabh Nandi (GSK)
Global Communication and Content Director: Sarah Hodson (GSK)
Video URL: https://vimeo.com/162950480
The Campaign
As a step to help outdoor enthusiasts breathe better, Otrivin sponsored the Amity Gurgaon Half Marathon which took place in the outskirts of New Delhi on April 3rd. Otrivin helped temporarily reduce pollution by using mist cannons to extract suspended particles in the air before and during the marathon. Much like how rain cleans the air, we made it rain very locally, and more efficiently, to create a temporary corridor of healthy air on the running track.
This execution represented a shift in thinking for the highly regulated pharmaceutical industry. Rather than standing on the sidelines with conservative communication, we were able to take the benefit of the product directly into the lives of people in a highly impactful and experiential way without being intrusive.
Creative Execution
According to the World Health Organisation, New Delhi in India has the most polluted air of any city in the world. It was this fact that led us to find the ideal event to partner up with: India’s popular Amity Gurgaon Half Marathon, hosted on the outskirts of New Delhi.
In the lead up to the event, we bought and prepared mist cannons with Otrivin branding, making the cannons look similar to our highly recognisable nasal spray.
Before the race on April 3, 2016, we placed the cannons on trucks, spraying the air as we drove along the running track. The track was also sprayed during the race to optimise the impact.
The effect of using the mist cannons on the track helped improve the quality of the air for the 6000 people participating in the event, making them aware that Otrivin is committed to helping people breathe better.
• Achievement against targets: results showed a removal of over 70% of pollution and reduced dust particles (sized PM10 to PM30) from entering the respiratory system.
• Engagement: We helped 6000 people breathe better and experience a better and healthier run.
• Visibility: As one of the main sponsors of the marathon, we were highly visible: branded cannons, 30 banners, logos on the bibs of runners and logos on the start/finish stand.
During a popular running race in one of the world's most polluted cities, we cleaned the air on the track, allowing people to breathe better. With 6000 people participating in the race, this idea created a tangible opportunity to connect Otrivin’s nasal spray with breathing better, on a large scale.
As the treatment was applied to the entire track, all of the participants had the benefit of directly participating in the Otrivin activation on event day.
With this campaign, we wanted to reach healthy people outside of the cold and flu season.
Our target was urban individuals and families living an active lifestyle in big cities. These outdoor enthusiasts tend to breathe with particular vigour and are thus most acutely affected by their city’s air quality.
Bearing this in mind, we were led to the insight that as smog and pollution stop people breathing as freely and deeply as they could, they are therefore literally blocked from truly enjoying their much-loved outdoor activities. We settled on New Delhi as the ideal location, as India is one of the brand’s key markets and it contains some of the most polluted cities in the world.
To bring the brand’s purpose to life in the spirit of this campaign, we wanted to demonstrate that if people can breathe better immediately, nothing should block them from enjoying their wonderful everyday.